How optimistic are you feeling about your business in 2026?
Your answer might depend on where you’re located. While a majority of tour, activity and attraction operators are optimistic, business outlooks vary quite a bit by region, according to Arival’s latest report on the Global Operator Landscape.
Based on responses from more than 5,000 operators worldwide, The Global Operator Landscape (4th Ed.): The State of Experiences offers the most comprehensive view yet of the state and structure of the in-destination experiences marketplace.
Majority of Operators Remain Optimistic for 2026
Despite ongoing economic and geopolitical uncertainty, optimism remains the prevailing mood across the global experiences sector. According to Arival’s latest State of Experiences report, nearly two in three tour, activity and attraction operators say they feel positive about their business prospects for the year.
That confidence, however, is far from evenly distributed. Regional dynamics are increasingly shaping how operators view the road ahead.
An Uneven Outlook for 2026
In North America, Europe and Latin America, business sentiment continues to soften. Operators in these markets are feeling the effects of persistent inflation, uneven demand, and uncertainty tied to changing U.S. policies.
U.S. operators in particular are experiencing a slowdown due to the steep fall of inbound tourism and economic uncertainty. Operators reporting a profitable year in the U.S. dropped significantly in 2025, while most other regions held steady or grew.
Operators in Asia and Oceania are experiencing a different story. Although the Asia Pacific (APAC) region was slower to recover post-pandemic, operator sentiment in the region has rebounded sharply last year. Strong intra-regional travel, a continued return of international visitors, and expanding middle-class demand are fueling growth and confidence in the region, making it the fastest-growing experiences market globally today.
Meanwhile, sentiment in the Middle East remains steady, supported by sustained investment in tourism infrastructure and long-term destination development strategies.
What this means for tour and activity operators
The latest data underscores a sector that is resilient, but stability and growth are not guaranteed:
- Plan locally, think globally. Operators should benchmark performance against regional peers, not just global averages. What works in Asia right now, or Australia for that matter, may not translate directly to North America or Europe, and vice versa.
- Focus on efficiency in softer markets. In regions where sentiment is slipping, tightening operations, managing costs, and improving conversion and yield may matter more than chasing top-line growth.
- Look beyond your core market for growth. As sentiment diverges by region, operators may find new opportunities by expanding into or marketing toward faster-growing source markets. For U.S.-based operators in particular, this also means leaning more into domestic and regional travelers, as inbound travel declines.
The full State of Experiences report dives deeper into the outlook for operators, exploring what’s driving optimism, growth and profitability, and how operators are adapting to changing markets in real time.
22-24 June 2026
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Dig Deeper with The State of Experiences Report
The Global Operator Landscape (4th Ed.): The State of Experiences report is the definitive benchmark study of the global tours, activities, and attractions industry — travel’s third-largest and fastest-growing sector.
Now in its fourth edition, this exclusive report offers the most comprehensive view yet of the state and structure of the in-destination experiences marketplace. It explores how operators are evolving — from sales and distribution to technology adoption, product development, and business outlook — to meet the challenges and opportunities of a rapidly changing industry.
Based on a survey of 5000 operators of tours, activities, attractions and experiences globally, this report reveals key insights into what’s next for tours, activities and attractions, and is available at no cost to Arival Insider Pro Access members.
Become an Insider Pro Access member today and get access to the full library of Arival research, plus many other benefits such as free consulting sessions, special discounts and 20% off in-person events, starting from $179 per year.
Header photo: Pexels / Miyou 77
